Del Monte selects Bravo as it targets Hispanic markets

SAN FRANCISCO: The Bravo Group has been chosen as the Hispanic agency of record for the Del Monte Foods Company, the largest producer and distributor of processed fruit, vegetable, and tomato products in the US.

SAN FRANCISCO: The Bravo Group has been chosen as the Hispanic agency of record for the Del Monte Foods Company, the largest producer and distributor of processed fruit, vegetable, and tomato products in the US.

The Bravo Group will concentrate efforts on promoting Del Monte's line of canned vegetables, which last fiscal year accounted for 34% of the company's overall sales. While Bravo's Del Monte account head Christine Hahn declined to comment on specific programs, budgets, or account details, the push in the Hispanic market will include radio promotions and a multimedia advertising and promotional campaign, slated to begin at the end of this month.

Del Monte is also in the process of merging with some of the H.J. Heinz Company's divisions. Expected to be finalized late this year or early next, that deal would add the Starkist seafood brand to Del Monte, along with a variety of pet food, pet snack, soup, and baby food brands, including 9-Lives and Collage Inn Broths.

The account will be handled from The Bravo Group's San Francisco office.

Del Monte's headquarters are also located in San Francisco.

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